COMMUNICATION STRATEGY BURGER KING

BY-TUSHAR GUPTA SAMBIT MAHAPATRO

PRIYANKA MAHAPATRA

COMMUNICATION STRATEGY FOR BURGER KING IN PHILIPPINES

Burger king was a Florida based fast food hamburger restaurants. It ran 11,300 restaurant in 69

countries and was the second largest hamburger business in the world. In Philippines, PERF restaurant

Inc. was the franchise holder of Burger King and operated out of 23 locations in Metro Manila. As per

the case the food chain is currently facing some problems in their communication strategy.

CULTURAL AND BEHAVIORAL ASPECTS OF PHILIPPINES: In Philippines the family belongingness is very high. This is the only country in the world where

getting divorce is illegal as per the Philippines law.

Philippine people eat 3 meal a day and 2 snacks in between. They are

1. Breakfast

2. Segundo almuerzo (2nd breakfast at around 10:30-11;00 AM)

3. Lunch

4. Merienda (Midafternoon snacks time at around 3:00-4:00 PM)

5. Dinner

Most of them prefer to eat with their hand.

Food isn’t served in course; People like the complete meal laid out before them so that they can

eat simultaneously from all the dishes.

They mostly eat rice in their meal. Their most common breakfast is rice and a fried egg with

some chopped tomato and some banana ketchup.

Unlike thai cuisine, for Filipino cuisine heat is not a defining factor.

In the non-veg segment seafood, pork and chicken are the most favorable foods.

They were ruled under the Spanish from year 1521-1898. So Filipino cuisine has some Spanish

essence in their cuisine.

PROMOTION STRATEGY FOR BURGER KING:

Strengthen the product line of the Burger King. With the current product line in the Burger King

they cannot succeed in Philippine. So for that matter they should add some item which will give

them Filipino cuisine flavor. For an example: Philippine people are very fond of dips along with

the dishes. So that they can add some sauces in their menu.

Once they strengthen their portfolio they have to assign their target audience. At present they

are already targeting only to the families. But according to the Philippine census data 60% of

people come under the age range of 15-35 year. So there is a huge opportunity is lying in there.

They can design a new advertisement for the youth segment.

The advertisement should be like a bunch of college students were hungry and they are tired of

eating those traditional burgers and then the product description will come and then when the

students grab a bite then it was so tasty that they got lost in it.

Burger King can start a campaign whose tag line will be “Buy a meal and help a child”. In this

campaign for every consumption of a meal the 1% of the price of the meal will help a poor child

who cannot have basic necessity.

Sponsor some youth events to lure the youth crowd to your store.

Go for e-marketing. Advertise in Facebook, Twitter and other social platforms.

FACEBOOK: Bidding to reach customers

There are companies who will be bidding to get the budget as they are in the same industry.

When you apply for advertisement, you basically are bidding for the budget. You'll choose a budget for

your advert, which is the total amount you want to spend. Then you'll choose a bid – the amount we're

willing to pay to have customers see your advert.

You can pay a specific amount to pay every-day too such as $100 per day, or you can set a lifetime

budget for advertisement. Facebook will continue you ad until the budget replenish or the end date

arrives.

Reaching Target Customers

For example, if you run an advert to increase views of your website, Facebook will serve your advert to

people who are more likely to visit your website.

Facebook will suggest a bid range based on the audience you want to reach.

Controllable budget

We can adjust our budget depending on our requirement even we can put a spending limit per day to

reduce cost

Your budget steadily gets lower as people see, click or engage with your advert.

See what you're spending each day

There is something called Advert Manager from which you can see the spending on the ad per day and it

will take up to 72 hours to generate and to update the final cost of your advertisements

Billing

There is threshold limit in your advert account you will billed when your advert budget reaches it

threshold limit. For the US, the first threshold is $25, and this rises with each successful charge to $50,

$250, $500 and $750.

If your advert costs don't hit the threshold amount, you're just billed at the end of the month.

YouTube:

YouTube average cost-per-view ranging between $.10 – $.30.

There are 4 types of ads in YouTube:

In-search – an ad shows up above the YouTube search results.

In-slate – an ad shows up in the suggested videos after your video ended.

In-display – an ad shows up on the suggested videos beside the video you are watching.

In-stream – an ad plays before you can watch your video.

Advertisers can target audience by age, gender, demographically etc.

TWITTER ADVERTISEMENT PRICE There are three types of advertising options

1. Promoted tweets 2. Promoted accounts 3. Promoted trend

The rules of advertisement:

They appear in timeline and search results They can be targeted by gender, interest, geographical region, device etc You have to only pay when user click on the advertisement, retweeting or favoriting your tweet These engagements typically cost between $.50 – $2.00, depending on your targeting. For local campaigns it averages $1.35 per engagement.

FM radio pricing list AREA FREQ. RATE

PRIMARY COVERAGE

AREA SECONDARY COVERAGE AREA

LUZON

Manila 96.3 5,500 Mega Manila

Parts of Quezon, Nueva Ecija, Bataan, Zambales, Rizal

Province, Bulacan, Laguna, Cavite, Batangas, Pampanga &

Parts of Tarlac and Pangasinan

Baguio 91.9 1,300 Baguio City Benguet parts of La Union & Pangasinan

VISAYAS

Iloilo 92.3 2,100 Iloilo Province, Antique

Province

Capiz Province, Coastal Towns of negros Occidental and

Oriental

Cebu 102.7 1,500

Cebu City, Metro Cebu,

Cebu Province, Southern

Leyte, Bohol

Negros Oriental, Northern Mindanao, Leyte and Siquijor

Boracay 93.5 1,600 Boracay Island Malay, Romblon, Parts of Mindoro Occidental

Bacolod 105.5 2,000

Bacolod City, Silay, Cadiz,

San Carlos, la Carlota,

Isabela

Tagbilaran, Antique, Cadiz, Canlaon City

MINDANAO

Davao 105.1 1,800 Davao City, Digos, Tagum Kaputian, Baak Town, Coastal Towns of Davao Del Sur

and Norte

General

Santos 94.3 1,300

General Santos, Koronadal,

Saranggani Province

Tacurong, Sultan Kudarat Province, North Cotabato,

Davao Del Sur

Zamboanga 97.9 1,700 Zamboanga City Jolo Sulu, Tawi-Tawi, Zamboanga Del Sur, Del Norte,

Basilan

Cagayan

De Oro 96.9 1,700

Cagayan De Oro, Misamis

Oriental, Northern

Bukidnon

Agusan Del Sur, Southern Bukidnon, Lanao Del Sur,

Camiguin Island